MARKETING FOR 21TH CENTURY

Tomáš Jelínek, UMM

Marketing Today
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Technology, Global Market, Social Media,
Converging Industries, Elimination of Middlemen,
Almost everyone is studying or teaching
marketing.
Modern societies are overwhelmed by information.
EU strates redistribute almost 50 % GDP (China 33
%), growing regulation

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Marketing Definitions
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"Marketing is a social and managerial process by
which individuals and groups obtain what they
need and want through creating, offering, and
freely exchanging products and services of value
with others."
(Source: Kotler & Keller, Marketing Management,
15th Edition)

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"The action or business of promoting and selling
products or services, including market research
and advertising."

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Marketing can be applied to

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Goods

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Places

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Services

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Corporations

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Events

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Brands

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Experiences

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Ideas

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People

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???

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What demand we can face
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Negative demand

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Non existent

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Irregukar/cyclical
demand

Latent

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Full demand

Decreasing

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Excess demand

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Unwanted demand
(abuse of
pseudoephedrin)

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Different markets
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Mkt of resources

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Eropean/Asian mkt

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Mkt of producers

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Car mkt

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Governemt mkt.

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Mkt for elderly

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Mkt of intermediaries

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Mkt of consumers

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From a need or wish to demand
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Expressing needs – I am expressing myself but I do
not know what I want
Real needs – it should be clear to a good trader
Unexpressed needs – it should be clear to a good
trader

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Special needs – investment into future relations

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Secret needs – I do not want to talk about it
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Other marekting concepts
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Mkt segmentation, placing of my product, final mkt

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Brand value

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Value for the client – quality, service, price

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Communication, distributon and support channels

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Marketing across supply chain

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Competition

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Marketing environmnet – playground for your
goods and services
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Strategies evolution
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Production concept

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Product concept

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Sales concepts

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Marketing concepts

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Holistic Marketing Concept
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Performance marketing

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Relationship marketing

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Internal marketing

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Integrated marketing

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Marketing 4P
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Product

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Price

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Place

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Promotion / Communication

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How would you do marketing for a personal
trainer?

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The best way to study
marketing is to have
your own project!

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